Outreach & Audiences.
Outreach & Audiences.
2023-2025 . Marketing tech . SaaS . B2B Enterprise
2023-2025 . Marketing tech . SaaS . B2B Enterprise
Audience Created!
Team
Team
Myself, 2 Product Managers, 1 Product Director, 1 Design Manager, 10+ Engineers
Myself, 2 Product Managers, 1 Product Director, 1 Design Manager, 10+ Engineers
Approach
Approach
Design systems, Stakeholders interviews, desk research.
Design systems, Stakeholders interviews, desk research.
Tools
Tools
Figma, FigJam, Google Docs, Slack, Zoom and Human intelligence
Figma, FigJam, Google Docs, Slack, Zoom and Human intelligence
The Outreach
The Outreach
After simplifying how teams organize and schedule content, the next question became clear: Who are we really talking to? Marketers needed more than just a calendar—they needed the right eyes on every post. That meant helping them define, reuse, and target audience segments across campaigns without reinventing the wheel each time. So we zoomed out from post creation and explored how to give users strategic control over audience targeting.
After simplifying how teams organize and schedule content, the next question became clear: Who are we really talking to? Marketers needed more than just a calendar—they needed the right eyes on every post. That meant helping them define, reuse, and target audience segments across campaigns without reinventing the wheel each time. So we zoomed out from post creation and explored how to give users strategic control over audience targeting.
Before this, users defined their audiences per post, often duplicating effort or forgetting to target at all. It was tedious and inconsistent, especially across large teams managing dozens of campaigns. Plus, the targeting parameters were pulled from LinkedIn and Facebook APIs—making the UI rigid and taking the focus away from publishing.
Before this, users defined their audiences per post, often duplicating effort or forgetting to target at all. It was tedious and inconsistent, especially across large teams managing dozens of campaigns. Plus, the targeting parameters were pulled from LinkedIn and Facebook APIs—making the UI rigid and taking the focus away from publishing.
Most importantly, users preffered setting it globally and they were thinking in “people.” There was a disconnect between how they plan content and how they reach the right audience.
Most importantly, users preffered setting it globally and they were thinking in “people.” There was a disconnect between how they plan content and how they reach the right audience.
There was this repeated thing we kept hearing — "Hey, how do I show this to my client without sending them 15 screenshots?" Made sense.
There was this repeated thing we kept hearing — "Hey, how do I show this to my client without sending them 15 screenshots?" Made sense.
The Problem: Targeting felt too manual—and too far from the workflow
The Problem: Targeting felt too manual—and too far from the workflow
Before this, users defined their audiences per post, often duplicating effort or forgetting to target at all. It was tedious and inconsistent, especially across large teams managing dozens of campaigns. Plus, the targeting parameters were pulled from LinkedIn and Facebook APIs—making the UI rigid and intimidating for non-experts. Most importantly, users weren’t thinking in “filters”; they were thinking in “people.” There was a disconnect between how they plan content and how they reach the right audience.
Before this, users defined their audiences per post, often duplicating effort or forgetting to target at all. It was tedious and inconsistent, especially across large teams managing dozens of campaigns. Plus, the targeting parameters were pulled from LinkedIn and Facebook APIs—making the UI rigid and intimidating for non-experts. Most importantly, users weren’t thinking in “filters”; they were thinking in “people.” There was a disconnect between how they plan content and how they reach the right audience.
The solution: A centralised, reusable audience system—with a little AI assist
The solution: A centralised, reusable audience system—with a little AI assist
We moved audience creation to its own tab in the platform—global, reusable, and shared across campaigns. Users could define rich audience profiles using parameters like job function, seniority, industry, and geography. To reduce effort, we layered in Smart Suggest: AI-powered hints that prefill filters based on past campaigns or user input.
We moved audience creation to its own tab in the platform—global, reusable, and shared across campaigns. Users could define rich audience profiles using parameters like job function, seniority, industry, and geography. To reduce effort, we layered in Smart Suggest: AI-powered hints that prefill filters based on past campaigns or user input.
We also added trust-building tooltips—so users could see why a value was suggested and tweak it with confidence. It now feels like creating a persona, not configuring an ad panel.
We also added trust-building tooltips—so users could see why a value was suggested and tweak it with confidence. It now feels like creating a persona, not configuring an ad panel.
Engagement Score: A simple number, a huge unlock
Engagement Score: A simple number, a huge unlock.
With structured audience data in place, we introduced post-level engagement scores by audience segment. Now users can compare how well their content performed with different audiences and refine accordingly. It also helps teams learn what voice, format, or platform mix works best for each segment. The result: smarter content, higher confidence, and clearer attribution.
With structured audience data in place, we introduced post-level engagement scores by audience segment. Now users can compare how well their content performed with different audiences and refine accordingly. It also helps teams learn what voice, format, or platform mix works best for each segment. The result: smarter content, higher confidence, and clearer attribution.
Designing for connection: From audience intent to post execution
Designing for connection: From audience intent to post execution
One of our key UX decisions was to let users assign audience profiles directly from the post creation flow—making it feel like a natural extension of their publishing rhythm. We also synced the AI caption generator to adapt based on the selected audience, ensuring tone, complexity, and structure matched. This made each post not just faster to write, but more targeted by default—closing the loop between content planning and delivery.
One of our key UX decisions was to let users assign audience profiles directly from the post creation flow—making it feel like a natural extension of their publishing rhythm. We also synced the AI caption generator to adapt based on the selected audience, ensuring tone, complexity, and structure matched. This made each post not just faster to write, but more targeted by default—closing the loop between content planning and delivery.
What's Changed for the Business post launch ?
What's Changed for the Business post launch ?
Within weeks of release, we saw a 40% increase in ad campaigns and posts using defined audiences had better engagement, and Smart Suggest saved an average of 5 minutes per setup. But most importantly, marketers reported feeling more strategic.
Within weeks of release, we saw a 40% increase in ad campaigns and posts using defined audiences had better engagement, and Smart Suggest saved an average of 5 minutes per setup. But most importantly, marketers reported feeling more strategic.
It finally feels like we’re not just pushing content—we’re sending it to the right people,” one user told us. And that’s exactly what we aimed to solve.
It finally feels like we’re not just pushing content—we’re sending it to the right people,” one user told us. And that’s exactly what we aimed to solve.
Maha Krishnan
© All rights reserved
Made in Chennai—a beautiful beach 🌊 city in India
Maha Krishnan
© All rights reserved
Made in Chennai—a beautiful beach 🌊 city in India